Active Cold Chain Brand Polling

Background

The client provides cold chain solutions for the air transport of pharmaceuticals. It has global operations, operating in a wide geographical coverage.

Research Objectives

The aim of the study was to understand the brand equity, brand perception and current usage of cold chain solutions in Asia Pacific:

• Awareness (aided and unaided) of cold chain brands
• Willingness to use cold chain brands
• Usage of cold chain brands
• Overall rating of all cold chain brands

Approach

The study was conducted using Computer Aided Telephone Interviews with 450 employees from companies of the airlines, specialty forwarders and pharmaceutical industries. The respondents had some degree of interaction with cold chain solutions, either on a decision-making or operational level. The study was done across Asia Pacific, primarily in China/ Hong Kong, Taiwan, Japan, South Korea, India, as well as Indonesia, New Zealand, Australia and Singapore.

Findings

All industries

We were able to find out the brand ranking of our client against their competitors for various factors, such as

• Top of mind awareness
• Aided awareness
• Most used brand.

‘Quality of products’ was the most important factor when considering which brand to use, while ‘technical expertise’ and ‘good sales service’ came up next as important considerations.

Pharmaceutical industry

We also found out the brand ranking of our client against their competitors specific to the pharmaceutical industry. ‘Quality of products’ was still the most important factor when considering which brand to choose. And it is followed by ‘good reputation’ and ‘good sales service’.

Application

Based on the findings from this study, our client had a better understanding of where they stand in the market against their competitors. They could also focus on improving the quality of their products and sales service to ensure a higher customer satisfaction.

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